American Red Cross

According to American Express, the creator of Small Business Saturday, the number of Californians who plan to shop small during the annual holiday event is on the rise. The survey showed that of the 61% of Americans who are aware of the event, 82% of them plan to shop at small, independently-owned retailers during the eighth annual event.

“Beyond visiting their favorite go-to spots, shoppers say Small Business Saturday inspires them to visit places they have not been to before and would not have otherwise tried,” said Elizabeth Rutledge, executive vice president, Global Advertising & Brand Management at American Express.

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